Story brand communication strategy
A Character - What do they want?
A home that feels like you.
One stop shop for buying, selling, design and renovation in Fort Worth.
With A Problem
External - The old school real estate model can’t get it all done.
Internal - Frustrated and unsure of where to turn
Philosophical - When it comes to your home, you shouldn’t have to settle.
Meets A Guide Who Understands Their Fear
Empathy - We understand you feel frustrated & overwhelmed with the whole process.
Authority - We’ve helped hundreds of Fort Worthians find or create a space that feels like them.
*Summarize your plan
*That Calls Them To Action
Direct - Schedule a Meet Up
Transitional - Video series about adding style / soul to your home or 5 minute flipping
You want a house that you can be proud of and reflects you.
Comfort / Peace
Equity / Good Investment
Show it Off
Invite others in
Making the City Better
Life is too short to live in a boring home
Stuck - Can’t move / renovate
Throwing away money
Unsatisfied to Original, Unique, and Authentic
Story Language (First email, homepage video, etc).
At 6th Ave. Homes we know you want to be original. In order to do that you need a home that feels like you. The problem is the old school real estate model can’t get it all done. That leaves you feeling frustrated and unsure of where to turn. We believe you shouldn’t have to settle.
We understand your frustrations and that you might be feeling overwhelmed with the whole home buying, selling, and renovation process. That’s why we’ve helped hundreds of Fort Worthians find or create a space that feels like them.
In order to get started we will Meet Up and find out the vision for your home. Then, we will Team Up the perfect combination of Real Estate Guides and Renovation Experts to get the job done. Finally, we will put Glasses Up to celebrate your transformed home.
So, schedule your Meet Up today because life is too short to live in a boring home. We can help you find or renovate a home to reflect you.
Principles for How we communicate with the outside world
If you confuse. You’ll lose.
People don't always buy the best products and services. Instead they buy the products that they can understand the fastest. It’s a race to understanding and clear communication. People are drawn to clarity & simplicity.
Get rid of the “curse of knowledge”
Always avoid talking over your customer's head and using jargon. Dumb things down. Avoid realtor lingo.
Get Rid of Clutter
Always keep your message simple. Anything that does not fit into the branding script is noise and does not need to be communicated.
You are not the hero. You are the guide.
Your client is always the hero in the story. Identify their problem and help them overcome it.
Not about us winning. But our clients winning. Avoid talking about how great you are and what you have done and do. Speak in terms of how you can help them accomplish their goals.
Know your character and what they want
People want to be seen, heard, and understood. Discover and then communicate the problems they have to overcome. Give them a plan on how you are going to come alongside them and help them overcome their problems. Clearly define their problems and the benefits your services will have on their life. Then give them a call to action.
We Must Poses Empathy and Authority
We have to understand our customers problems and empathize. Get down on one knee and serve. But at the same time we must act and communicate with authority. We have to know what we are doing and be good at it and have the solution that serves their problems.
People respond to stories. Not advertising.
Want to be effective with social media? Don't treat it as advertising! I repeat, social media is not advertising. Tell great stories and give compelling content. Tell your clients stories and tell your story.
Jib, Jib, Jab.
Give, give, give, and then ask. People will tune you out if you are always selling or "asking them to do something". Give people compelling content and earn the right for an ask.
FOMO is your friend
We are inviting people into a culture and experience. Our posts and brand should make people want to join our "club". Show people success, this is what your life could like if you work with us. Show people culture, this is how much fun you would have if you work with us.
Organizations that don't have a face, don't have a soul
Organizations and businesses need a face. People don't trust nameless, faceless organizations, people trust people. Organizations run at the speed of trust. You need to know who the "guy" is, think Steve Jobs. The guide has to have a face.
In Social Media consistency is king
It's not about always having the best post, but about always being consistent with posting.
Never take the bait
We will have trolls and naysayers. NEVER EVER engage them online. We will not be petty.
Lead With The Problem
Our brains are wired for problem then solution. If you lead with the solution, no one will care. You must first define the problem for the solution to have value. If you lead with “We are a one stop shop real estate company”, people don’t have a reason to care. But if you lead with, “The problem with traditional real estate, is that people don’t have the ability to make a house their own. Its why we created a one stop shop”, they will listen and understand. Everything you sell is medicine, but you must first define the pain.
an insurgent mentality & Mission
6th Ave Homes exists because, quite frankly, we thought we could do it better. We believe that our culture, company, and the way we do things is unique and did not exist previously in our city. We saw a need and we believed we could fill it and do it better than our competition.